Europe Closing the E-Shopping Gap with US

10 March 2003

The average European e-shopper spent an average of €430 ($474.68; £295.51) over the past three months, according to a report just released by AOL Europe/RoperASW Cyberstudy. The sum compares with €543 spent by USA surfers over the same period.

And it seems that Europeans are on course to reverse the gap. Asked about their future purchasing intentions, almost half the continent’s online consumers expect to increase their cybershopping over the next few years, whereas only 41% expect to do so stateside.

Says AOL Europe’s president/ceo Philip Rowley: “Online shopping is emerging as a truly mainstream activity in Europe. The most striking thing about this study is that not only are online consumers spending more than €400 in only a few months, but that almost 50% expect to increase their level of purchasing in the next few years.”

However, these hopes could be dashed unless etailers get their act together with regard to order fulfilment. Three out of every ten orders placed via the web fail to arrive, claims a survey by eDigitalResearch. Around half the consumers affected say they would not buy again from the same site.

Data sourced from:; additional content by WARC staff